Client case study at a glance
Task
Create a multi-role wellness platform that brings together fitness, nutrition, and mental wellbeing into one mobile-first product
Team
2 UX/UI Designers, 1 Team Lead, working with developers, product managers, and domain experts
Duration
4+ months
Scope
Complete UX/UI redesign (admin + mobile), multi-role flows, entity creation, dashboards, refund logic, 2 websites
About the client
A growing digital wellness company on a mission to help people take better care of themselves — physically, mentally, and nutritionally. Their vision: one platform where users can track habits, book experts, and stay accountable, all in one place. The product combines three wellness pillars:
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fitness (activity tracking, coaching, event booking);
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nutrition (meal planning, food tracking, ingredient data);
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wellness (mental health, meditation, sleep, hydration).
It’s built for everyone involved: individual users, health coaches, and even corporate teams.
What the product needed
When this digital wellness platform came to us, they already had a promising MVP, but they wanted to scale with confidence and needed a product experience that could support thousands of sessions and roles — without losing that personal feel.
To get there, they needed to:
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streamline onboarding and help coaches get started faster;
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personalize the user experience based on real user behavior and goals;
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automate admin and support tasks to reduce busywork;
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make platform performance easy to track and act on;
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build a system flexible enough to handle new roles and content types.
Challenges
- trainer onboarding took too many manual steps, slowing activation and creating data entry errors;
- refunds were handled manually, which meant long wait times;
- the platform lacked centralized analytics, making it hard for the team to track retention or revenue;
- users could have multiple roles, requiring smooth switching without friction;
- nutrition and workout content needed an editable database;
- the experience needed to feel simple, even though the logic underneath was anything but;
Results
- registration time dropped to under 5 minutes;
- more professionals made it through onboarding, with drop-offs going down by 40%;
- a new refund cut resolution time from 72h to just 8h;
- ARPU increased by 25% with personalized onboarding;
- NPS went up by 20% thanks to better support and more relevant content;
- reports that once took 2 hours now take 10 minutes;
- retention rose from 35% to 50% with goal-based journeys;
- admins manage everything from one modular panel — no dev help needed.
We worked closely with the product team, developers, and domain experts to rebuild the product experience (mobile and admin) from the ground up. We took a mobile-first approach while designing the admin panel in parallel, flow by flow.
Our process included:
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market and competitor research;
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mapping out user roles, journeys, flows, and entities;
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architecture mapping: entity logic, database structure, booking flows;
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low-fi to high-fi wireframes and mockups;
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rapid iterations based on feedback;
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collaboration with fitness and nutrition experts;
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design of two websites: public (B2C) and corporate (B2B).
Trainer onboarding
Trainer registration was one of the biggest blockers. Candidates had to upload certificates, enter data manually, and repeat the same steps in different forms. Admins spent hours validating each request.
We redesigned the flow from scratch:
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combined form into one streamlined flow;
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introduced smart defaults and dropdowns;
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auto-extracted data from uploaded certificates;
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built-in validation and automated approval logic.
Analytics dashboard
The original setup relied on Google Analytics, which covered the basics but didn’t quite match the team’s day-to-day needs. Key metrics were spread across multiple views, making it hard to track patterns over time and often required hours of manual cleanup.
We built an internal dashboard to track active users, retention, transaction volume, booking data, and campaign performance.
Semi-automated refunds
Before, every refund request had to go through support, even the obvious ones. That meant delays, repeated follow-ups, and unhappy users.
We built a logic-based system that handled typical scenarios automatically (missed session, early cancellation, etc.). Edge cases still went to support, but most refunds were now resolved in seconds, not days.
Goal-driven personalization
The platform used to treat everyone the same, whether they wanted to lose weight, manage stress, or build strength. We introduced an onboarding flow that mapped users to one of three wellness goals:
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Live stronger;
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Live healthier;
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Live longer.
Each one unlocked curated content and a clearer sense of progress. As users engaged, the platform adapted, offering relevant upsells and program bundles based on behavior and intent.
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